I think I read the same article he did. It was about DVR views. I know they've been tracking same-day, +3, and +7 for a while, but they've only been using same-day in the calculations.
Also, even if they aren't using every one of those stats in an official measurement, at least NBC is paying attention to them now, which is progress.
The biggest thing that you are going to see change over the next.. 3-4 years will start with Nielson counting internet views.
I am looking to bring show X to TV - before I start shooting, the network will go out and find 3-4 advertisers for the show, that season - those products will become the main advertising "in show".. and there are ways of doing these without it being invasive.
You will then have way less "commercials" and more of the things you use to see in Heroes with Sprint, it's like a commercial built onto the show, that would actually go on hulu and places like that.